Quang Linh Vlogs and Hằng Du Mục face impending fines for misleading advertisements related to Kera vegetable candy, following scrutiny from Vietnam's authorities.
The Cục Phát thanh, Truyền hình và Thông tin điện tử, under the Ministry of Culture, Sports and Tourism, has initiated actions against the creators for providing false advertising claims. Lê Thanh Liêm, Head Inspector of the Ministry, confirmed these developments during discussions with the media, detailing the penalties expected for Quang Linh Vlogs and Hằng Du Mục. "The Ministry will administratively penalize Quang Linh Vlogs and Hằng Du Mục, and remind Hoa hậu Thùy Tiên for false advertising about Kera vegetable candy," he said.
This decision came after a meeting held on March 14, 2025, where representatives from the Ministry met with the three influencers involved: Hoa hậu Nguyễn Thúc Thùy Tiên, Phạm Quang Linh (commonly known as Quang Linh Vlogs), and Nguyễn Thị Thái Hằng (Hằng Du Mục). During the meeting, it was revealed how each person contributed to the livestream sales pitches for the product, during which the expectations did not match the advertised qualities.
Quang Linh and Hằng Du Mục, recognized as the hosts of these livestreams, openly acknowledged their roles and admitted the inaccuracies related to the quality of Kera vegetable candy. Liêm stated, "Both admitted to the incorrect advertising causing confusion about the quality of the candy." Meanwhile, Hoa hậu Thùy Tiên, who acted as the guest during the promotion, received reminders to be more diligent adhering to advertising laws and regulations.
A decision on the penalties for Quang Linh Vlogs and Hằng Du Mục is expected within the week following March 15, 2025. Offenders of false advertising can incur fines ranging from 60 million to 80 million VND (approximately 2,500 to 3,300 USD) as stipulated under Decree 38/2021, Article 34, Clause 5.
On March 13, prior to the enforcement actions, the Sở Văn hóa - Thể thao Hà Nội received requests from Công ty cổ phần Tập đoàn Chị Em Rọt (The Sister Group Corporation) to clarify public confusion surrounding its Kera vegetable candy products. The request aimed to address concerns raised by consumers, which arose from misleading advertising.
Despite the need for clearance, the Sở Văn hóa - Thể thao Hà Nội denied the company permission to conduct a scheduled press conference on March 14, as they flagged the company’s request was still under review. Nevertheless, Quang Linh Vlogs and Hằng Du Mục took it upon themselves to organize their press meeting, alongside representatives from the corporation, where they offered apologies concerning the previous miscommunication about Kera vegetable candy.
That same afternoon, authorities including Sở Văn hóa - Thể thao Hà Nội, along with district and local government representatives, documented the case against the corporation for conducting press events without appropriate authorization. This raised eyebrows among regulatory officials and led to increased scrutiny over the marketing integrity of such products.
The controversial Kera vegetable candy touts impressive claims like, "one piece of candy equals a whole plate of vegetables," igniting public distrust and debate. Under pressure from the public outcry surrounding the false advertising allegations, all three influencers publicly apologized for providing misleading information during the promotional livestreams.
The Ministry's follow-up actions reflect the growing concern over the advertising standards of influencers and celebrities, pushing them to promote products responsibly and transparently to their audiences. Compliance with advertising laws remains stringent, especially as their reach to consumers extends significantly.
This incident is part of broader efforts within Vietnam to enforce stricter guidelines over advertising, particularly as it pertains to health and nutritional supplements.
Hoa hậu Thùy Tiên’s case serves as an example for public figures on the responsibilities they carry when endorsing products, stressing the importance of accuracy and accountability to avoid misleading consumers.
The developments surrounding Quang Linh Vlogs, Hằng Du Mục, and Hoa hậu Thùy Tiên come as no surprise, as the public demands higher ethical standards from those who influence purchasing decisions.
A response from Công ty cổ phần Tập đoàn Chị Em Rọt concerning the ramifications of the incident on their brand and reputation has yet to be made public, but the company is under observation as discussions progress and administrative penalties might be finalized soon.